göt2b Launches Exciting Curl-Focused Pop-Ups in NYC Celebrating Natural Hair

Henkel's prominent hair color and styling brand, göt2b®, is making waves in New York City with an innovative approach to hair care and styling. Following the successful introduction of their göt2b Curled collection, they have organized two interactive pop-up experiences aimed at Gen Z and millennial audiences who proudly celebrate their natural curls, waves, and coils.

The First Event: An Emergency Box at Domino Park

The fun kicked off in Brooklyn at Domino Park, where from July 11-14, visitors encountered the unique göt2b “Emergency Box.” The highlight of this installation was its innovative design, which became activated when humidity levels rose. This meant that as the weather changed, visitors would gain free access to a full-size göt2b Curled product, perfect for combating any frizziness that comes with increased moisture in the air.

Moreover, guests were also treated to an interactive experience at the Frizz-Free Photo Zone, complete with vibrant mirrors and striking visual elements for snapping their best curl-inspired moments. The Experiential Group crafted this concept by connecting a custom vending machine to a live weather app, delivering instant curl care solutions whenever humidity peaked. This clever setup transformed unpredictable weather into memorable brand encounters, ensuring everyone left with a bit of göt2b magic.

Celebration of Curls at the Curl House

Following the Brooklyn activation, the excitement headed to the Flatiron District with the arrival of the göt2b “Curl House” from July 19-20. This distinctive setup, a vibrant 20-foot container adorned with the brand's signature colors and graphics, invited guests to explore and celebrate their curls comprehensively. While delving into the full range of the göt2b Curled collection, attendees were treated to complimentary freshly rolled ice cream, designed with inspirations from different curl patterns.

Notably, Brand Expert TokyoStylez and Curled Brand Ambassador SherriAnn Cole graced the occasion, actively engaging with visitors, creating tailored social media content, and emphasizing the joy of embracing individual curl patterns. This outdoor activation aimed to turn each passing breeze into a runway moment, fully immersing attendees in a sensory experience that celebrated confidence, self-care, and the beauty of natural curls.

Embracing Self-Expression

Linda Lin, the Head of Consumer Hair at Henkel Consumer Brands North America, expressed her enthusiasm, stating, “göt2b has always stood for self-expression without limits, and our new göt2b Curled collection brings that ethos to life. We are thrilled to bring these interactive moments to New York City, meeting consumers where they are and empowering them to embrace every wave, curl, and coil.”

The göt2b Curled collection boasts several innovative products, including the Flexible Curl Foam, Curl Defining Jelly, and Styling Cream. Each of these items is designed specifically to deliver bounce, health, and definition to curls while effectively controlling frizz. Priced at just $9.99, these products are accessible and can be found at major retail outlets such as Walmart, Target, Ulta Beauty, and online at Amazon.com.

Conclusion

In an era where natural beauty is celebrated and promoted, göt2b is ensuring that everyone feels their best, particularly those with diverse hair textures. With thrilling pop-up experiences in New York City, they are not just selling products but are creating spaces for community interaction and self-acceptance. Each activation stands testament to their commitment to empowering individuals to embrace their authentic selves—waves, curls, and all.